Principles of Strategic Marketing Planning
The relevance of strategic marketing planning (SMP) to organisations at different stages of their development.
The evolution of management and planning systems.
The formal definition of SMP.
The nature of objectives and their formulation.
The description of a framework for SMP.
Identification of some key principles of SMP.
The formulation of corporate strategy.
Some criticisms of and obstacles to SMP.
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Notes and References
- 1.This summary, and many of the key concepts and ideas discussed in this chapter, draw heavily upon the work of the Arthur D. Little consulting organisation, which has long been in the forefront of developments in this field of corporate planning and management.Google Scholar
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